Lateral Marketing in the FMCG Segment in Russia Today. Examples of Best Practices of Lateral Thinking in Marketing of Ru

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Content :

1. Definition of lateral marketing. Relevance and novelty of the article.

2. Trends in the FMCG market in Russia

3. The Role of Lateral Marketing in Promoting Products and Strengthening Brand Positioning. Examples of Best Practices

4. Conclusions and recommendations

5. Bibliography
Definition : Lateral marketing is a fundamentally new way of promoting a product on the market, a new marketing paradigm, unconventional, non-standard thinking based on a creative and non-standard approach.

This concept includes out-of-the-box thinking regarding changes in promotion in 3 main areas: the market, the product itself, as well as cost and communication (promotion of the product to end consumers).

The relevance and novelty of the topic is explained by the fact argentina phone number data that in modern conditions it is very difficult to differentiate and stand out from competitors. With a huge availability of goods and services, it is difficult for a specific brand to stand out, conquer its consumer niche and build competent communication. Many brands mimic, creating unremarkable new product offerings. The issue of differentiation with the help of unconventional thinking is very acute. In conditions of excess supply and weak demand, it is necessary to look at the brand in a new way, offer breakthrough ideas, new niches, new market segments. Vertical marketing methods do not bring novelty; therefore, they lose effectiveness and do not contribute to sales growth and strengthening of the brand positioning. On the contrary, they blur the positioning, the brand communication becomes unclear, similar to competitors, devoid of novelty and uniqueness.

This article will discuss the novelty of the approach to marketing. Examples from best practices are intended to inspire marketers to search for new, non-standard solutions, to create heuristic ideas and a desire to go beyond the usual and apply them in practice.

FMCG Market Trends in Russia

The current economic situation in Russia is difficult: the sanctions pressure has forced Russia out of foreign markets, led to a reduction and increase in the cost of imports due to the weakening of the ruble and an increase in the cost of logistics chains. In this regard, there is a need to adapt to complex realities and, accordingly, to search for new ways, non-standard solutions, namely, to implement a lateral marketing strategy, based on and capitalizing on modern trends in the consumer goods segment.

According to the national retail audit Nielsen , the prevailing trend is the growth of online sales in the omnichannel market, thanks to Internet trade, which amounted to 8.8%.

Despite the fact that inflation expectations remain at an elevated level, there is a gradual recovery of the economy (cautious forecasts), which is expressed, in particular, in the growth of purchasing confidence (index 107 points).